COMPANIES' LEVEL OF AWARENESS OF CUSTOMERORIENTED UNDERSTANDING IN THEIR MARKETING ACTIVITIES

Abstract

The changes of today which occur at every other area are reflected in marketing as well. Along with
the globalization, developments have made it necessary for consumers to improve their living
standards while at the same time differentiating the needs of the target groups. These changes in the
target groups have led to significant changes in the competitive conditions of companies, especially in
terms of marketing activities.At this point, it has now become inevitable for the companies to adopt
consumer-oriented marketing approaches in order to ensure company continuity. In this context, it is
getting more important for the companies to determine the demands and needs of their target groups
and direct their marketing activities accordingly in the increasingly competitive conditions of the
changing world. In the study, an area survey was conducted in the TRNC with the aim of determining
the level of awareness of the companies towards the customer-oriented marketing approach, which is
getting more important day by day. In this research, which is prepared by qualitative data collection
techniques, a semi-structured interview technique is used. For this purpose, it is aimed to determine
what kind of customer oriented marketing activities are adopted by the companies.